Research On The Brand Construction

With the development of society, people’s lifestyles and the way to obtain information have changed. The Internet has become an indispensable part of people’s life,E-commerce enterprises of various types emerge in an endless stream, Jumei Youpin is produced in this context. The so-called "specialize in one subject", Jumei Youpin chose cosmetics industry, to position itself as a vertical subdivision e- commerce enterprise. In its "group purchase sale+mall" form, to provide products and services. Currently, Jumei Youpin is in the cosmetics industry leading position in B2C E-commerce, it successfully completed the transformation group purchase website to the vertical subdivision of E-commerce. To achieve such results within a few years, Jumei Youpin in business management must have its one’s own knack in, which is discussed in this paper wants to question.This paper is based on the electronic commerce, brand, network integrated marketing theory, combined the research results of domestic and foreign scholars on the subject to study on all aspects of Jumei Youpin brand. This paper analyzes strengths, weaknesses, opportunities and threats of Jumei Youpin, and on this basis, elaborated its performance in the advertising strategy, public relations strategy, marketing strategy and CI strategy, summed up its strengths and weaknesses in logistics, mobile Internet field. Then the author puts forward views and provides comments and suggestions for its path of development. The author hopes to provide help to the research and development Jumei Youpin, and provides marketing strategy and other aspects of the reference model for the vertical subdivision of E-commerce enterprises, in order to promote better development of enterprises.